Research On The Influence Of Social Media Information On Brand Evangelism

More and more brands have a group of brand admirers who extend product recognition to emotional recognition.They can bring firm brand viscosity and high level of brand recommendation.With the vigorous development of social media,the influence of personal communication is also expanding.Therefore,more and more companies are beginning to guide consumers to form a good relationship with the brand,in order to produce brand admiration behavior.Based on the review of predecessors' social media information,value resonance,personal relevance and brand evangelism,this research proposes the concept of this article based on the detailed and possible model and draws on the cognitive psychology "cognition-emotion-reaction" model Models and research hypotheses.The model includes the three dimensions of social media information(argument quality,post popularity,post attractiveness),the relationship between value resonance and brand admiration,and the mechanism of action,and introduces personal relevance as a moderating variable to study individuals relevance regulates the resonance of social media information and values,as well as the mediating process of value resonance.By referring to the maturity scales in existing research,this article determines the final questionnaire after pre-investigation.In order to improve the external validity of the research and the adaptability of the research results,this paper conducts empirical research in the context of practical products and hedonic products,and selects sports shoes(utility products)and smartphones(hedonic products)as the research objects.Research 1 selected practical sports shoes,and distributed questionnaires to members of virtual brand communities such as Li Ning and Feiyue who had read related posts,and effectively collected 682 questionnaires to test the mediation effect and moderating effect;research 2 selected hedonic smartphones.Members of virtual brand communities such as Huawei and Xiaomi who have read relevant posts issued questionnaires and effectively collected 611 questionnaires to re-examine the mediation and moderation effects and verify the mediation effects that have been adjusted.For the model and hypothesis of this article,verify the model through empirical research methods and SPSS22.0.The research found that in the context of hedonic products and utility products,the three dimensions of social media information(argument quality,post popularity,and post attractiveness)all have a positive impact on brand evangelism;the value resonance part mediates the three dimensions of social media information(argument quality,post popularity,post The relationship between attractiveness)and brand evangelism;personal relevance positively regulates the relationship between the three dimensions of social media information(argument quality,post popularity,post attractiveness)and value resonance;personal relevance has a positive impact on the path of“social media information-value resonance-brand evangelism".That is,there is a regulated mediating effect.Through the discussion of the empirical research results,this research reveals the mechanism of social media information on brand evangelism,supplements the theoretical research on value resonance,brand evangelism,etc.,and also provides for the construction of virtual brand communities.